| Cannes Lions, 2015 | ||
|---|---|---|
| DIRECT | USE OF DIRECT MARKETING: DIRECT RESPONSE PRINT OR STANDARD OUTDOOR (INCL.INSERTS) | BRONZE |
| Spikes Asia, 2015 | ||
| Direct | Use of Direct Marketing: Direct Response Print or Standard Outdoor, including Inserts | Bronze Spike |
| Direct | Product/Service: Charities, Public Health, Safety & Awareness Messages | Bronze Spike |
| Media | Outdoor: Ambient: Digital screens | Gold Spike |
| Media | Use of Media: Use of Outdoor | Silver Spike |
| LIA (London International Awards), 2015 | ||
| Non-Traditional | Interactive Installations | Silver Winner |
Advertiser: PUBLIC TRANSPORT VICTORIA
Agency: GPY&R
Geo: Australia
Senior Account Manager: Lachy Lamour(GPY&R)
Account Director: Matilda Hobba(GPY&R)
Editor/Director: Tom Marley(GPY&R)
Photographer: Tong Sarin(Tong Sarin Photography)
Chief Creative Officer: Ben Coulson(GPY&R)
Executive Creative Director: Ben Coulson(GPY&R)
Senior Art Director: Jake Barrow(GPY&R)
Senior Copywriter: Katie Britton(GPY&R)
Senior Account Manager: Lachy Lamour(GPY&R)
Account Director: Matilda Hobba(GPY&R)
Editor/Director: Tom Marley(GPY&R)
Photographer: Tong Sarin(Tong Sarin Photography)
Chief Creative Officer: Ben Coulson(GPY&R)
Executive Creative Director: Ben Coulson(GPY&R)
Senior Art Director: Jake Barrow(GPY&R)
Senior Copywriter: Katie Britton(GPY&R)
Describe the brief from the client:
We created a direct marketing campaign for our clients Public Transport Victoria and Ladder. Ladder deals with the issue of youth homelessness in Melbourne. Our campaign targeted public transport users with MYKI travel cards and accounts, encouraging them to help the less fortunate get home too via a small donation when they topped up their account.
Creative Execution:
We embedded MYKI terminals (the system PTV use for customers to top up their travel cards) into metrolites, making for a simple and effective donation mechanism that also delivers a heartfelt message. Every time someone touched their MKYI card onto the terminal in the poster, a small donation was made to Ladder. We dotted the metrolites around the city close to public transport. The campaign is ongoing.
Describe the creative solution to the brief/objective.
The target audience were existing public transport users who use the system every day. They know the Public Transport Victoria brand well. Transport users in Victoria have a MYKI card which they physically top up at machines around the city so they can travel. A direct marketing campaign using outdoor - static and digital - was perfect channel for our idea.
Describe the results in as much detail as possible.
So far PTV have been able to provide 1.4mil to help Ladder, who have been able to open a new support centre. Awareness for Ladder and the work they do with Melbourne’s disadvantaged youth has increased. The success of the PTV and Ladder partnership continues to grow.